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April 2, 2010 The CMO's Role In Technology DecisionsMarketing Leaders Take On One Of Three Technology Leadership Rolesby David M. Cooperstein, Lisa Bradner with Kim Le Quoc, Jennifer Wise |
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Executive Summary
As technology becomes more intertwined with marketing efforts, marketing leaders must decide what their role should be in technology purchase decisions. Forrester identifies three roles that chief marketing officers (CMOs) can play in support of the use of technology in their organization: advocate, arbitrator, or activator — depending on the level of technology sophistication of the company. Marketing leaders must ascertain which role their organization needs currently and determine how to evolve that role as their organization's needs change.
TABLE OF CONTENTS
- Marketing And Technology Grow More Intertwined
- Organizations Need One Of Three Types Of Tech-Oriented CMOs
- Match Your Approach To Your Organization's Needs
WHAT IT MEANS
- Tech Literacy Will Be A Key Skill Set For Tomorrow's Marketing Leader
- Supplemental Material
- Related Research Documents
This is an excerpt
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